A STUDY ON CONSUMER ONLINE SHOPPING BEHAVIOUR

TOWARDS ELECTRONIC GOOD

BACHELOR OF BUSINESS ADMINISTRATION

Under the guidance of- SESSION 2016-2019
DR.ARVIND KUMAR SHUKLA BY-
(ASSOCIATE PROFESSOR) ARUN AGRAWAL
Invertis University, Bareilly, (BB2016106)
(1610101024)
 INTRODUCTION

Consumer This section will provide all information regarding the thesis background, purpose, research questions, limitations of
survey and theories. It presents the introduction of consumer behaviour towards online shopping particularly electronic goods.
Whatever else we may be in our lives – child, parent, student, worker, lover, jogger or stamp collector – we are all consumers, all
of our days. We buy and use goods and services constantly: to eat, to wear, to read, to watch, to play, to travel in; to keep us
healthy, to make us wealthy and, if not wise, at least better educated. The act of consumption is therefore an integral and intimate
part of our daily existence and that is true whether we have a lot of money to spend on it or very little. The prevalence of
consumption is such that we are often unaware of its importance in shaping our lives; exploring the implications this has for us
will be one of the important themes of this text. In every large country in the world billions of purchases of goods and services are
made every year. Research on people as consumer’s dates only from the mid-1980s. The main impetus for this research was
practical: marketing managers wanted to know how the social and behavioural sciences could help them find the specific causes of
consumer actions and, in particular, consumer buying decisions.

The term "consumer" Walters (1974: 4) provides such a definition by stating that "A consumer is an individual who purchases,
has the capacity to purchase, goods and services offered for sale by marketing institutions in order to satisfy personal or
household needs, wants, or desires."
Understanding consumer behaviour is crucial for effective marketing, helping managers identify appropriate people to target and
design and communicate attractive offerings. Every element of the marketing plan benefits from an understanding of the customer,
and with the rapid pace of change in consumer markets today this is only going to become more important.
According to Schiffman & Kanuk (1997: 8), consumer behaviour is regarded as a relatively new field of study with no historical
body of research of its own. The concepts of the development, therefore, were heavily and sometimes indiscriminately borrowed
from other scientific disciplines, such as psychology (the study of the individual), sociology (the study of groups), social
psychology (the study of how individuals operate in groups), anthropology (the influence of society on the individual) and
economics.

E-Commerce / online shopping

Internet makes life simple and innovative. People are doing business online and trade has become more easy and fast due to this.
Internet provides new ways to promote business. Website becomes the essence of online business as to show their services and
products. Internet gathers all competitors and consumers in one place. It brings new lane to promote, advertise products and
services in market. Online shopping is a form of electronic commerce which allows consumers to directly
buy goods or services from a seller over the Internet using a web browser. Consumers find a product of interest by visiting
the website of the retailer directly or by searching among alternative vendors using a shopping search engine, which displays the
same product's availability and pricing at different e-retailers. India's e-commerce market grew at a staggering 88 per cent in 2013
to $ 16 billion, riding on booming online retail trends and defying slower economic growth and spiralling inflation. The increasing
Internet penetration and availability of more payment options boosted the e-commerce industry in 2013. E-commerce business in
India is expected to reach around $50-70 billion by 2020 on the back of a fast growing internet-connected population and
improvement in related infrastructure like payment and delivery systems. (DNA, 2014).
 OBJECTIVES

As said in the Introduction that due to increasing globalization; the importance of online business is increasing and making it more
fast and convenient for consumers. So the research question of this study is how consumers behave while shopping online
specifically electronic products?
On the base of research question, the purpose of this research is to identify and get insight into consumer behavior towards online
shopping of electronic goods with respect to India economy, Identify factors which influence online shopping and consumer
behavior to buy the electronics goods in India; explore the reason behind of less attention of online consumer towards online
shopping of electronics goods in India.
To discover the key factors that influence online buying behavior of consumers.
 To identify the determinants of online purchase intention among customers
 To determine the features which influence customers to do online shopping
 To find out the best website as per the customers experience
 To find out the problems facing by customers while doing online purchase.
 To discover that what kind of product/services customers like to purchase online.
 RESEARCH METHODOLOGY

In this chapter, I’ll present how I conducted the research to collect the primary data and reach to the conclusion of the research and
will also explain which different types of methodology that were used.

The research is of deductive in nature and primary motive is to collect data and analyse it. By doing it, factors which influence
online consumer behaviour such as website quality, consumer concern in online shopping (Privacy, trust factor, delivery and return
quality of goods and services) and consumer characteristics ( demographics, race, culture, technology awareness) will be derived.
Then, we collect primary data with the help of survey. The main purpose of the survey was to collect data about online purchasing
of electronic goods in India and find the main reason of low ratio of online purchasing of electronic goods in India.

The main purpose of study was to study the consumer behaviour who purchase electronic goods in India with the help of
internet. Online consumer behaviour is influenced by many factors when making online purchase. In order to provide good piece
of work and build understanding in this subject we conducted initial research in literature on consumer behaviour and e-
commerce. We have reviewed those theories and related studies that had similar areas to focus and give particular attention to
their consequences.
For this research it is decided to use questionnaire approach that would be filled by people in India especially those people who
are in my circle and from the general public from major university and encourage them to respond on this questionnaire in order
to increase the response rate, the questionnaire is limited to three sheet of A4 paper.
This study is based on exploratory study but developed through exploratory study that’s why research starts out with gaining
knowledge regarding consumer making him the protagonist of research, followed by consumer behaviour and then move
towards online consumer behaviour. With the help of this knowledge and theories it will identify those factors that are of
importance when online consumer is making purchasing especially in India. Then this data used in order to find relationships,
means, standard deviation and correlation between these variables.
There are two types of research approaches commonly used, one is inductive approach and second one is deductive approach. In
Inductive approach, the purpose of research would be to formulate a theory with the help of data while in deductive approach;
the purpose of research would be to apply theory on gathered data. In inductive way theory would follow data vice versa as in
deductive approach. In this research deductive approach was chosen for the study, research will find out online consumer
behaviour theories and factor affecting the online consumer’s behaviour in chapter 3 then in chapter 4 collected primary data is
explained with questionnaire.
 DATA PRESENTATION AND INTERPRETATION

How many respondents are male and female?

Data-
Table 4.1.1 Gender

S.No. Category Frequency Percent Valid Percent Cumulative

Percent

1 Male 27 55.1 55.1 55.1

2 Female 22 44.9 44.9 44.9

Total 49 100.0 100.0 100.0

Fig. 4.1.1
Data Interpretation-
55.1% of the respondents are Male, 44.9% of the respondents are females.
•What is the Marital Status of respondents?
Data-
Table 4.1.2 Marital Status
Fig. 4.1.2

S.No. Gender Frequency Percent Valid Cumulative

Percent Percent

1 Male 15 30.6 30.6 30.6

2 Female 34 69.4 69.4 100.0

Total 49 100.0 100.0

Data Interpretation-
Among the respondents married females have a larger preference towards online purchase of electronic
goods, and males contribute to 30.6%
•What is the age group of respondents?
Data-
Table 4.1.3 Age
Fig. 4.1.3

S. No. Age Group Frequency Percent Valid Percent Cumulative

Percent

1 0-20 yrs 11 22.4 22.4 22.4

2 20-30 yrs 23 46.9 46.9 69.4

3 30-40 yrs 14 28.6 28.6 98.0

4 40 yrs & Above 1 2.0 2.0 100.0

Total 49 100.0 100.0

Data Interpretation-
46.9% of the online shoppers are in the age group of 21 to 30, 28% are in the age group of 30 to 40 and 2%
belong to the above 40 age group.
•What is the Educational Qualification of Respondents?
Data-
Table 4.1.4 Qualification of Respondents
Fig. 4.1.4

S.No. Category Frequency Percent Valid Cumulativ

Percent e Percent

1 20 40.8 40.8 40.8

Under
Graduate

2 29 59.2 59.2 100.0

Post
Graduate

49 100.0 100.0
Total

Data Interpretation-
The research was conducted among the literates and graduates thereby the percent of school level and
illiterate is zero. Further 59.2% of online purchasers are post graduates and 40.8% are under graduates.
therefore,
•What is the percent of particular occupation among respondents?
Data-
Table 4.1.5 Occupation
Fig. 4.1.5

S.No Occupation Frequency Percent Valid Cumulative

Percent Percent

1 Professionals 30 61.2 61.2 61.2

2 Self Employed 3 6.1 6.1 67.3

3 Student 16 32.7 32.7 100.0

Total 49 100.0 100.0

Data Interpretation-
61.2 % of the respondents are professionals and along with 6.1 % of self-employed and 32.7% are student shoppers.
•Number of members in the family among the respondents.
Data-
Table 4.1.6 Number of Family Members
Fig. 4.1.6

S.No. No. Of Family Frequency Percent Valid Cumulative

Percent Percent
Members

1 9 18.4 18.4 18.4

2-4

2 23 46.9 46.9 65.3

4-6

3 17 34.7 34.7 100.0

6 Above
49 100.0 100.0
Total

Data Interpretation-
Among the respondents 46.9% carried a family of 4-6 members, 34.7% belong to the group of more than 6 membered
family. 18.4% have nuclear family.
 •How many earning members are there in a family?
Data-
Table 4.1.7 No. of Earning Members.
Fig. 4.1.7

S.No. No. Of Earning Frequency Percent Valid Cumulative

Percent Percent
Members

1 16 32.7 32.7 32.7

1-2

2 18 36.7 36.7 36.7

2-3

3 10 20.4 20.4 20.4

3-4

4 5 10.2 10.2 10.2

4 Above
49 100.0 100.0 100.0
Total

Data Interpretation-
Money being one important impetus behind every decision which we take, similarly it also affects the
online purchase of electronic goods as the earning member of the family has the responsibility of managing
the expenses therefore the number of earning also effect the decision of people. Family having one to two
earning members makes 32.7% of shoppers, only 36.7% of families have two to three earning members,
three to four members in family contributes to 20.4%, respondents having four and above members as
earning hands have a less % of 10.2.
•What is the percent of Per Month Income among respondents?
Data-
Table 4.1.8 Per Month Income
Fig. 4.1.8

S.No. Income Frequency Percent Valid Cumulativ

Percent e Percent

1 2 4.1 4.1 4.1

20000-30000

2 42 85.7 85.7 89.8

30000 Above

3 5 10.2 10.2 100.0

0
49 100.0 100.0
Total

Data Interpretation-
41.1% of the respondents monthly income ranges from 20000-30000, 10.2% 10000-
20000, 85.7% earns 30000 above.
•Which category of products are preferably purchased by respondents?
Data-
Table 4.1.9 Online Shopping

S.No Products Frequency Percent Valid Cumulative

Percent Percent

1 Mobile 24 49.0 49.0 49.0

2 Computer Products 1 2.0 2.0 51.0

3 Household/ 2 4.1 4.1 55.1

Domestic Products

4 Personal Grooming 13 26.5 26.5 81.6

5 Books 9 18.4 18.4 100.0

Total 49 100.0 100.0

Fig. 4.1.9

Data Interpretation-
Around 49% of the respondents prefer to purchase mobile, 26.5% is the preference of people towards personal grooming products, 18.4% people purchase
books, when it comes to domestic or household purchase 4.1% people prefer buying them online, while computer products buyers are least with 2.0%. That
means people are giving preference to smart phone over personal Computer. Respondents gave reason behind that smart phone are easy and a lesser
investment then computer products or any other category of products.
 •What amount is maximum spent online?
Data-
Table 4.2.0 Amount Spend
Fig. 4.2.0

S.No. Amount Frequency Percent Valid Cumulativ

Percent e Percent

1 21 42.9 42.9 42.9

Below 10,000

2 19 38.8 38.8 81.6

10,000-20,000

3 5 10.2 10.2 91.8

20,000-30,000

4 4 8.2 8.2 100.0

30,000 above
49 100.0 100.0
Total

Data Interpretation-
The trust on online shopping for electronic products with high price value is less as the major portion of purchasers
prefer to spend below 10,000 i.e., 42.9%, 38.8% people prefer a range between 10,000 to 30,000 and only 8.2%
people turn to purchase products above 30,000.
•What serves as motivation for purchasing online ?
Data-
Table 4.2.1 Motivation
Fig. 4.2.1

S.No. Motivation Frequency Percent Valid Cumulative

Percent Percent

1 Through 8 16.3 16.3 16.3

advertisement
2 Recommendation 4 8.2 8.2 24.5
by friends
3 Anything that is not 12 24.5 24.5 49.0
available in market
but available online
4 Because of the 23 46.9 46.9 95.9
attractive schemes
5 By seeing the 2 4.1 4.1 100.0
people who
purchase online
Total 49 100.0 100.0

Data Interpretation-
Using app for all ecommerce websites making window shopping easy and also serves as a motivation. 46.9% respondents use
online shopping because of attractive schemes whereas 24.5%respondents use online shopping at the time of requirement of any
product which is not easily available in offline market. Advertisements also play an important role in influencing people as 16.3%
rely on them. Recommendations by friends are also a motivation as it influences 8.2% people. Least is the amount of people who
purchase by looking others that is, 4.1%.
 •What amount is maximum spent online?
Data-
Table 4.2.2 Amount Spend
Fig. 4.2.2

S.No. Amount Frequency Percent Valid Cumulativ

Percent e Percent

1 21 42.9 42.9 42.9

Below 10,000

2 19 38.8 38.8 81.6

10,000-20,000

3 5 10.2 10.2 91.8

20,000-30,000

4 4 8.2 8.2 100.0

30,000 above
49 100.0 100.0
Total

Data Interpretation-
The trust on online shopping for electronic products with high price value is less as
the major portion of purchasers prefer to spend below 10,000 i.e., 42.9%, 38.8%
people prefer a range between 10,000 to 30,000 and only 8.2% people turn to
purchase products above 30,000.
 Data- What attributes you see in the electronic goods?

Table 4.2.3 Before Purchasing Good

S.no Freque Percent Valid Percent Cumulative

ncy Percent

1 Price 4 8.2 8.2 8.2

2 Quality 3 6.1 6.1 14.3
3 Features 2 4.1 4.1 18.4

4 All Of Above 36 73.5 73.5 91.8

5 Brand Name 2 4.1 4.1 95.9

6 Offers/Discou 2 4.1 4.1 100.0

nt

Total 49 100.0 100.0

Figure no 4.2.3
Data Interpretation:
In this I get to know that (4) people were price quancious before buying
online,(3)people were quality quancious before buying online,(2)people were feature
quancious in online shopping,(36)people were who see all of the above points before
buying online,(2)people were brand quancious in online shopping,(2)people were
offers/discount quancious in online shopping.
 •Site which is maximum used ?
Data-
Table 4.2.4 Website You Prefer

S.No. Website Frequency Percent Valid Cumulativ

Percent e Percent

1 24 49.0 49.0 49.0

Amazon

2 Flipkart 19 38.8 38.8 87.8

3 Shopclues 4 8.2 8.2 95.9

4 Myntra 1 2.0 2.0 98.0

5 Bewakoof.c 1 2.0 2.0 100.0

om

Total 49 100.0 100.0

Data interpretation-
As we all know the motive behind the Amazon Company to start their venture was take products the last possible home. Just see the
manufacturer and product details and the same product will deliver at your doorstep. Amazon is the most popular site among the
users, i.e., 49%, with 38.8% users of Flipkart. Shopclues is the next site with 8.2% purchaser, myntra and bewakoof.com are least
used sites with 2%.
 •What is the Frequency of Online Shopping?
Data-
Table 4.2.5 Frequency For Online Shopping
Fig. 4.2.5

S.No. Frequency of Frequency Percent Valid Cumulative

Percent Percent
Shopping

1 Once a month 13 26.5 26.5 26.5

2 Once in six month 10 20.4 20.4 46.9

3 Once a year 5 10.2 10.2 57.1

4 Whenever required 21 42.9 42.9 100.0

Total 49 100.0 100.0

Data Interpretation-
When respondents were asked about frequency of shopping online, there was unexpected answer that shows
increasing interest of online shopping among the citizen. 42.9% people use online shopping as routine shopping
including i.e., whenever required with 26.5% are once in a month purchaser, along with 20.4% are once in a 6 month
purchaser while there are only 10.2 % people who purchase goods once in a year through any website. The main
reason behind this is convenience of online shopping.
Factors Effecting Purchase of Electrical products
•Deliver Time.
Data-
Table 4.2.6 Delivery Time
Fig.4.2.6
S.No. Category Frequency Valid Percent Cumulative
Percent

1 29 59.2 59.2
Most
Important

2 20 40.8 100.0
Important

49 100.0
Total

Data Interpretation-
In this we get to know that 59.2% people prefer delivery time as most important in online shopping,
40.8% people prefer delivery time only important in online shopping
Data-
Table 4.2.7 Brand Image
Fig no.4.2.7

S.no Frequency Percent Valid Percent Cumulative Percent

26 53.1 53.1 53.1

1 Most Important

19 38.8 38.8 91.8

2 Important

4 8.2 8.2 100.0

3 Less Important

49 100.0 100.0
Total

Data Interpretation:

In this we get to know that about (26) people prefer brand most
important,(19) people prefer brand important,(4) people prefer
brand less important in online shopping.
 Data-
Table 4.2.8 Guarantee
Fig.4.2.8

S.no Category Frequency Percent Valid Cumulative

Percent Percent

1 33 67.3 67.3 67.3

Most Important

2 15 30.6 30.6 98.0

Important

3 1 2.0 2.0 100.0

Less Important

49 100.0 100.0
Total

Data Interpretation-
In this we get to know that about 67.3%people prefer guarantee as most important, 30.6%people prefer
guarantee as important, 2% people prefer guarantee less important in online shopping.
Data-
Table 4.2.9 Privacy Information
Fig.4.2.9

S.No. Category Frequency Percent Valid Cumulative

Percent Percent

1 24 49.0 49.0 49.0

Most Important

2 21 42.9 42.9 91.8

Important

3 4 8.2 8.2 100.0

Less Important

49 100.0 100.0
Total

Data Interpretation-
In this we get to know that about 49.0% people consider privacy information more important, 42.9% people consider
privacy information important, 8.2% people consider privacy information less important in online shopping.
Data-
Table 4.3.0 Quality Assurance
Fig. 4.3.0

S.No. Category Frequency Percent Valid Cumulativ

Percent e Percent

1 40 81.6 81.6 81.6

Most Important

2 8 16.3 16.3 98.0

Important

3 1 2.0 2.0 100.0

Less Important

49 100.0 100.0
Total

Data Interpretation-
In this we get to know that 81.6% people consider quality assurance most important, 16.3%people consider quality assurance
important, 2%people consider quality assurance less important on online shopping.
 Data-
Table 4.3.1 Price
Fig. 4.3.1

S.No. Category Frequency Percent Valid Cumulativ

Percent e Percent

1 29 59.2 59.2 59.2

Most Important

2 18 36.7 36.7 95.9

Important

3 2 4.1 4.1 100.0

Less Important

49 100.0 100.0
Total

Data Interpretation-
In this we get to know that 59.2% people prefer price as most important before purchasing, 36.7% people prefer
price as important, 4.1%people prefer price as less important in online purchasing.
 Data-
Table 4.3.2 Offers / Discount
Fig.4.3.2

S.no Category Frequency Percent Valid Percent Cumulative

Percent

1 25 51.0 51.0 51.0

Most Important

2 20 40.8 40.8 91.8

Important

3 4 8.2 8.2 100.0

Less Important

49 100.0 100.0
Total

Data Interpretation-
In this we get to know that 51.0% people prefer offers and discount as most important, 40.8% people
prefer offers and discounts important, 8.2%people prefer offers and discount less important in online
shopping.
Data-
Table 4.3.3 Website Visualization
Fig. 4.3.3

S.No. Category Frequency Percent Valid Cumulative

Percent Frequency

12 24.5 24.5 24.5

1 Most Important
29 59.2 59.2 83.7
2 Important

Less 8 16.3 16.3 100.0

3
Important
49 100.0 100.0
Total

Data Interpretation-
In this we get to know that 24.5% people prefer website visualization most
important, 59.2% people prefer website visualization important, 16.3%
people consider website visualization less important in online shopping.
 Table 4.3.4 Return Policy
Fig. 4.3.4

S.No. Category Frequency Percent Valid Cumulative

Percent Percent

1 Most Important 37 75.5 75.5 75.5

2 Important 10 20.4 20.4 95.9

3 Less Important 2 4.1 4.1 100.0

Total 49 100.0 100.0

Data Interpretation-
In this we get to know that 75.5% people prefer return policy as most important in
purchasing online, 20.4% people prefer return policy as important, and 4.1% people prefer
return policy as less important in online purchase.
Data-
Table 4.3.5 Cheaper
S.no Frequency Percent Valid Percent Cumulative Percent

Strongly 3 6.1 6.1 6.1

1
Disagree
2 Disagree 2 4.1 4.1 10.2
Fig 4.3.5
3 Neutral 10 20.4 20.4 30.6

4 Agree 28 57.1 57.1 87.8

Strongly 6 12.2 12.2 100.0

5
Agree
Total 49 100.0 100.0

Data Interpretation:
In this we get to know that(3)people strongly disagree that online products are cheaper
then market,(2)people disagree that online product are cheaper then market,(10) people
are neutral,(28)people agree online are cheaper then market,(6)people were strongly
agree.
 Data-
Table 4.3.6 Branded Products Are More Expensive
Fig. 4.3.6

S.no. Category Frequency Percent Valid Cumulative

Percent Percent

1 Strongly 3 6.1 6.1 6.1

Disagree

2 Disagree 2 4.1 4.1 10.2

3 Neutral 10 20.4 20.4 30.6

4 Agree 28 57.1 57.1 87.8

5 Strongly 6 12.2 12.2 100.0

Agree

Total 49 100.0 100.0

Data Interpretation-
In this we get to know that 6.1% people strongly disagree that online branded product
are expensive, 4.1% people disagree that online branded products are expensive,
20.4% people were neutral on this ,57.1% people agree that online branded products
are expensive, 12.2% people strongly agree that online branded product are costly.
 Data-
Table 4.3.7 Buy Popular Products
Fig.4.3.7

S.No. Category Frequency Percent Valid Percent Cumulative

Percent

1 Strongly Disagree 11 22.4 22.4 22.4

2 Disagree 9 18.4 18.4 40.8

3 Neutral 21 42.9 42.9 83.7

4 Agree 6 12.2 12.2 95.9

5 Strongly Agree 2 4.1 4.1 100.0

Total 49 100.0 100.0

Data Interpretation-
In this we get to know that 22.4% people strongly disagree that they buy popular product advertise by
celebrities, 18.4% people disagree,42.9% people were neutral,12.2% people were agree,4.1% people were
strongly agree that they buy popular product advertise by celebrities.
Data-
Table 4.3.8 Use Latest Technology
Fig. 4.3.8
Frequency Percent Valid Cumulative
S.no. Category
Percent Percent

4 8.2 8.2 8.2

1 Strongly Disagree

1 2.0 2.0 10.2

2 Disagree

9 18.4 18.4 28.6

3 Neutral

26 53.1 53.1 81.6

4 Agree

9 18.4 18.4 100.0

5 Strongly Agree

49 100.0 100.0
Total

Data Interpretation-
In this we get to know that 8.2% people strongly disagree that they try to get updated with latest
technology, 2% people disagree that they try to get updated with latest technology, 18.4% people were
neutral on this,53.1% people were agree that they try to be updated with latest technology,18.4% people
strongly agree.
Data-
Table 4.3.9 Compare Prices
Fig. 4.3.9

S.No Category Frequency Percent Valid Percent Cumulative

Percent

1 4 8.2 8.2 8.2

Strongly Disagree

2 3 6.1 6.1 14.3

Disagree

3 16 32.7 32.7 46.9

Neutral

4 20 40.8 40.8 87.8

Agree

5 6 12.2 12.2 100.0

Strongly Agree
49 100.0 100.0
Total

Data Interpretation-
In this we get to know that 8.2% people strongly disagree that they compare prices to find the lower priced
mobile, 6.1% people disagree, 32.7% people were neutral on this, 40.8% people agree that they compare
prices to find lower priced mobile, 12.2% people strongly agree that they compare prices to find the lower
priced mobile
 Data-
Table 4.4.0 Discount / Cashback Offers
Fig. 4.4.0

S.No. Category Frequency Percent Valid Percent Cumulative

Percent

1 2 4.1 4.1 4.1

Strongly Disagree

2 3 6.1 6.1 10.2

Disagree

3 16 32.7 32.7 42.9

Neutral

4 22 44.9 44.9 87.8

Agree

5 6 12.2 12.2 100.0

Strongly Agree
49 100.0 100.0
Total

Data Interpretation:
In this we get to know that 4.1% people strongly disagree that discount/cashback offers are major attraction
for them to buy online, 6.1% people disagree, 32.7% people were neutral in this, 44.9% people were agree
that discount/cashback offers are major attractions for them to buy online, 12.2% people were strongly agree
that discount/cashback are major attraction for them to buy online.
Data-
Table 4.4.1 Able To Shop Any Time
Fig. 4.4.1

S.No. Category Frequency Percent Valid Percent Cumulative

Percent

1 Strongly Disagree 2 4.1 4.1 4.1

2 Disagree 5 10.2 10.2 14.3

3 Neutral 17 34.7 34.7 49.0

4 Agree 17 34.7 34.7 83.7

5 Strongly 8 16.3 16.3 100.0

Agree

Total 49 100.0 100.0

Data Interpretation-
In this we get to know that 4.1% people strongly disagree that they shop any time of the day, 10.2% people disagree that they shop any
time of the day, 34.7% people were neutral in this, 34.7% people were agree that they shop any time of the day, 16.3% people were
strongly agree that they shop any time of the day.
 Data

Table 4.4.2 Without feel and touch

Fig no 4.4.2
s.no Frequency Percent Valid Percent Cumulative Percent

Strongly 2 4.1 4.1 4.1

1
Disagree
2 Disagree 19 38.8 38.8 42.9

3 Neutral 12 24.5 24.5 67.3

4 Agree 13 26.5 26.5 93.9

Strongly 3 6.1 6.1 100.0

5
Agree
Total 49 100.0 100.0

Data Interpretation:
In this I get to know that(2)people were strongly disagree that they hate buying things without touch and feel,(19)people were disagree that they
hate buying things without feel and touch,(12)people were neutral in this,(13)people were agree that they hate things without feel and
touch,(3)people strongly agree that they hate things without feel and touch.
Data-
Table 4.4.3 Consider Wide selection Before Purchase

S.no Frequency Percent Valid Percent Cumulative Percent

1 Disagree 1 2.0 2.0 2.0

2 Neutral 14 28.6 28.6 30.6 Fig no 4.4.3

21 42.9 42.9 73.5
3 Agree

Strongly 13 26.5 26.5 100.0

4
Agree

Total 49 100.0 100.0

Data Interpretation:
In this I get to know that(1)people disagree that they consider wide selection before
purchase,(14)people were neutral in this,(21)people were agree that they consider wide
selection before purchase,(13)people strongly agree that they consider wide selection
before purchase .
Data-
Table 4.4.4 Try To Get More Information

S.no Frequency Percent Valid Percent Cumulative Percent

Strongly 1 2.0 2.0 2.0

1
Disagree
2 Disagree 1 2.0 2.0 4.1
Fig 4.4.4
3 Neutral 7 14.3 14.3 18.4

4 Agree 28 57.1 57.1 75.5

Strongly 12 24.5 24.5 100.0

5
Agree
Total 49 100.0 100.0

Data Interpretation:
In this I get to know that(1)people strongly disagree that always try to get more information about the
product,(1)people were disagree that they always try to get more information about the
product,(7)people were neutral in this,(28)people were agree that they always try to get more
information about the product,(12)people were strongly agree.
Data-
Table 4.4.5 Higher The Price Higher The Quality

S.no Frequency Percent Valid Percent Cumulative Percent

Strongly 6 12.2 12.2 12.2

1
Disagree Fig 4.4.5
17 34.7 34.7 46.9
2 Disagree
14 28.6 28.6 75.5
3 Neutral
9 18.4 18.4 93.9
4 Agree

Strongly 3 6.1 6.1 100.0

5
Agree
49 100.0 100.0
Total

Data Interpretation:
In this I get to know that(6)people were strongly disagree that higher the price higher the quality,(17)people were
disagree that higher the price higher the quality,(14)people3 were neutral in this,(9)people were agree that higher the
price higher the quality,(3)people were strongly agree that higher the price higher the quality.
Data-
Table 4.4.6 Like Online Shopping & Feel Satisfied

S.no Frequency Percent Valid Percent Cumulative Percent

Strongly 1 2.0 2.0 2.0

1
Disagree Fig 4.4.6
2 4.1 4.1 6.1
2 Disagree

18 36.7 36.7 42.9

3 Neutral

24 49.0 49.0 91.8

4 Agree

Strongly 4 8.2 8.2 100.0

5
Agree
49 100.0 100.0
Total

Data Interpretation:
In this I get to know that(1)people were strongly disagree that they feel satisfied after making an online
purchase,(2)people were disagree that they feel satisfied after making an online purchase,(18)people were neutral in
this,(24)people were agree that they feel satisfied after making online purchase,(4)people were strongly agree that they
feel satisfied after making online purchase.
 Data-
Table 4.4.7 Online shopping is enjoyable

S.no Frequency Percent Valid Percent Cumulative Percent

1 2.0 2.0 2.0

Strongly
1
Disagree

3 6.1 6.1 8.2

2 Disagree

18 36.7 36.7 44.9

3 Neutral Fig 4.4.7

21 42.9 42.9 87.8

4 Agree

6 12.2 12.2 100.0

Strongly
5
Agree

49 100.0 100.0
Total

Data Interpretation:
In this research I get to know that(1)people were strongly disagree that online shopping is enjoyable,(3)people were disagree
that online shopping is enjoyable,(18)people were neutral in this,(21)people were agree that online shopping is
enjoyable,(6)people were strongly agree that online shopping is enjoyable.
Data-
Table 4.4.8 Like to Take Suggestion Before Buying

Frequency Percent Valid Percent Cumulative Percent

4 8.2 8.2 8.2 Fig. 4.4.8

Disagree

10 20.4 20.4 28.6

Neutral

21 42.9 42.9 71.4

Agree

14 28.6 28.6 100.0

Strongly

Agree

49 100.0 100.0
Total

Data Interpretation:
In this I get to know that (4) people were disagree that they take suggestion before buying, (10) people were neutral in this,
(21) people were agree in this that they take suggestions before buying, (14) people were strongly agree that they take
suggestions before buying
Data-
Table 4.4.9 More Convenient

S.no Frequency Percent Valid Percent Cumulative Percent

2 4.1 4.1 4.1

1 Disagree

12 24.5 24.5 28.6

2 Neutral

24 49.0 49.0 77.6

3 Agree

11 22.4 22.4 100.0

Strongly
4
Agree
Fig 4.4.9
49 100.0 100.0
Total

Data Interpretation:
In this I get to know that(2)people were disagree that they feel online shopping more convenient then going to
store,(12)people were neutral in this,(24)people were agree that online shopping is more convenient then going to
store,(11)people were strongly agree that online shopping is more convenient then going to store.
Data-
Table 4.5.0 Visualization helps to make choices

S.no Frequency Percent Valid Percent Cumulative Percent

2 4.1 4.1 4.1

1 Disagree

14 28.6 28.6 32.7

2 Neutral

30 61.2 61.2 93.9

3 Agree

Strongly 3 6.1 6.1 100.0

4
Agree Fig 4.5.0
49 100.0 100.0
Total

Data Interpretation:
In this I get to know that (2) people were disagree that visualization of the product helps to make choices,(14)people were
neutral in this ,(30)people were agree that visualization of the product helps to make choices,(3)people were strongly
agree that visualization of the product helps to make choices.
 REASEARCH FINDING

In this I find that 55.1% of people were male & 44.9% of people were female who filled are questionnaire.
In this I found that 30.6% people were married & 69.4% people were female.
In this I found that about 40.8% people were under graduate & 59.2% people were post graduate in my research.
In this I found that about 61.2% people were professional, 6.1 people were self employed & about 32.7% people were students in
my research.
In this I found that 18.4% people were between (2-4) family members , 46.9% people were between (4-6)family members &
34.7% people were above (6) family members in a family . By this I found that hoe many family members are there in a family
during my research.
In this I found that about 32.7% people were between (1-2) people in a family who earns, 36.7% people were between (2-3) people
in a family who earns , 20.4% people were between (3-4) people in a family who earns & 10.2% people were above (4) who earns
in a family . By this I get to know that how many people are there in a family who earns during my research.
In this I found that about 4.1% people were their between (10,000-20,000) rupees who earns monthly between this range, 85.7%
people were there who earns monthly income between (20,000-30,000) rupees & 10.2% people were there who earns above
30,000 rupees. By this I get to know that how much monthly income people earns during my research.
In this I found that about 49.0% people buy mobiles in online shopping, 2.0% people buys computer products in online shopping ,
4.1% people buys household/ domestic appliances in online shopping & 26.5% people buys personal grooming products in online
shopping, & 18.4% people buys books in online shopping.
In this I found that about 42.9% people spend below 10,000 rupees in online shopping , 38.8% people spends (10,000-20,000)
rupees in online shopping , 10.2% people spends (20,000-30,000) rupees in online shopping & 8.2% people spends (30,000)
rupees above in online shopping.
In this I found that 16.3% people gets motivated through advertisement for online shopping , 8.2% people gets motivated
through recommendation by friend for online shopping , 24.5% people gets motivated if anything that is not available in
market but is online due this reason they gets motivated for online shopping , 46.9% people gets motivated because of
attractive scheme/ discounts & 4.1% people gets motivated by seeing other people buying online .By this I get to know that
how people are motivated toward online purchasing during my research.
In this I found that about46.9% people spend there (15-30 )minutes on online shopping , 26.5% people spends there( 30-40)
minutes on online shopping , 14.3% people spends there (40-50) minutes on online shopping & 12.2% people are there who
spends more then 50 minutes of there on online shopping.
In this I found that about 8.25% people are there who see prices before buying online , 6.1% people are there who see quality
of products before buying online , 4.1% people are there who see features before buying online , 4.1% people are there who
see brand name before buying it online , 4.1 people are there who see discount/offers before buying online, 73.5% people are
there who see all of the above points before buying online.
In this I found that 49.0% people prefer to buy from amazon , 38.6% people are there who prefer to buy from flipkart, 8.2%
people are there who prefer to buy from shopclues , 2.0% people are who prefer to buy from myntra ,2.0% people are there
who prefer to buy from bewakoof.com .
In this I found that about 26.5% people are there who prefer for online shopping once in a month , 20.4% people are there
who prefer for online shopping once in six month, 10.2% people are there who prefer for online shopping once a year , 42.9%
people are there who prefer for online shopping whenever they required.
In this I found that about 59.2% people are there who consider delivery time most important, 40.8% people are there who
consider delivery time important.
In this I found that about 53.1% people are there who consider brand image most important, 38.8% people are there who
consider brand image as important, 8.2% people are there who prefer brand image as less important.
 CONCLUSION
As per the data and Research shows, People of Invertis University, Bareilly likes to do online shopping while facing some
problem. As per their experience and response, problems are not so big so they are enjoying the online Shopping. Now days,
people of the university are spending more amount in comparison to last few years that shows the bright future of E-Commerce

This study is mainly focus on the factors from the Internet and examines those factors that affect the consumer’s online shopping
behaviours of the city. The research focus on the Internet shopping (include the nature of Internet shopping, E-commerce website,
and online security, privacy, trust and trustworthiness) particularly of electronic goods and online consumer behaviours (include
background, shopping motivation and decision making process).

Those factors were looked at, and examined to reveal the influence at online consumer behaviours. In addition, the previous
researches were used to help researchers understanding more comprehensively. The information search is the most important
factor that helps the customers find the suitable products or services for their needs. Therefore, the online retailers have to enhance
and improve the information supporting such as provide much detailed product information and use internal search engine in order
to increase the efficient of information search. For the evaluation stage, customers more think a lot of the reputation from the
Ecommerce website, and the payment security for the purchase stage.
 LIMITATIONS

There are number of factors that affect the behaviour of online consumers in Indian market. But in this research,
main focus is to study the behaviour of the consumers in the process of purchasing from online stores. There are
many theories and models that identify the consumer. This research is limiting itself on the scenario to identify
consumer behaviour variables in the buying process of electronic goods in India. Consumer behaviour would be
changed according kinds of goods and products. Therefore, different factors have different importance in the eye of
consumer based on quality and kinds of electronic goods. Therefore, this research limits itself only to consumer
behaviour in online shopping of electronic goods in India.
 SUGGESTIONS

• No Suggestions
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